Lorenzo Martone has made a business out of socializing that has taken him around the world and introduced him to a bevy of interesting personalities. With Ryan Brown, he co-founded the PR agency ARC NY whose clients include supermodel Alessandra Ambrosio (DNA) and recent Sports Illustrated cover girl Irina Shayk (Marilyn). Here, Lorenzo discusses how he handles the inevitable cross-pollination between his professional and professional life and how social media has changed it all.

What's your fondest childhood memory?

Beach vacations every summer, with lots of sun, friends and laughs. I was raised in Brazil, in São Paulo, and my family had a beach house. I remember all the fun I had there. It’s curious because [in São Paulo] Christmas and New Years’ happen during the summer, so it’s a very different experience from what I have now!

How did you get to where you are today? What was your journey like?

It’s still going! [Laughs] It’s all about hard work and trying to figure out what is it about your job that you love and just doing more and more of that. I owe my accomplishments to the people I work with. Richard Christiansen from Chandelier Creative being one; Ryan Brown, [jewelry designer] Jules Kim, Amanda Lowell and of course, our beautiful models that I became friends with and love so much: Alessandra Ambrosio, Irina Shayk, Jeisa Chiminazzo (IMG London), Julie Henderson (New York Models), Julie Ordon (Elite) Heide Lindgren (Muse) and Nicole Trunfio (IMG Paris). I found out later in life that it’s not about what you do but why you do it. I believe in this message of beauty that we try to send out to the world. Hopefully we make people happy and make people dream.

What's the most memorable party you've organized?

Last year was our ARC NY Fashion Week party in combination with Gwen Stefani. It happened on the night of her L.A.M.B. show and it was such a sexy, fun and magical night! We partnered with the artist Mr. Brainwash (of Banksy’s 2010 Oscar-nominated documentary Exit Through the Gift Shop-fame) and he painted all of our models—Gwen too! We had the party in New York and everyone came—Kanye West, Marc Jacobs, Gwen, of course, Ciara, Alessandra Ambrosio, Irina Shayk—with so many beautiful and interesting people in the room. A memorable party for me is the one that you hope will never end!

Where are your favorite hotspots around the world?

In New York, certainly the Boom Boom Room at the Standard and the Electric Room at the Dream—I go there a lot. I like a place called The Week in São Paulo and Room Service in London. Some of the best spots I've been to were for parties organized by magazines or fashion labels—V Magazine, Alexander Wang, Nadine Johnson and Karla Otto are all amazing hosts. But at the end of the day, it’s not about the spot but the right crowd, music and energy. Once you have that, it’s almost cosmic…

Do your work and social life often intersect and how do you balance it all?

They do. A lot. New York is a very dynamic place and big part of the lifestyle is social life. The city offers so many art openings, premieres, Broadway shows—cultural events that are part of both my personal interest and work responsibility. I have been to the most incredible art shows in the past two years thanks to work. The best solution I found is not to stress about it and attend the events that our girls will get the most out of, where we can still have some fun and learn something.

What do you love about publicity?

I consider myself a people person. I like to listen, talk, exchange ideas. I love the human race. I love the psychology behind every conversation, every gesture. Being a publicist means I'm in contact with our talent and with the press at all times and that makes me happy. Publicity is all about the people behind the ideas and that’s fascinating to me.

What's your favorite social media tool? And why? 

I like Twitter the most. It’s become a great source of information for me. I wake up, look at my emails and immediately read the Twitter feeds just because I follow a good and qualitative amount of people that keep me informed of things I find interesting and funny. It’s replaced me glancing at the newspapers every morning. Facebook is a great database but it’s the dynamism of Twitter that keeps me intrigued.

How has social media changed the way you interact with the world and in your professional life?

 Professionally it has been interesting. I have "met" a lot of people through Twitter and then made real contact after. So it became a social enhancer as well! All of our models are active on Twitter and all together I think we reach over 1 million people—which is huge. Through Twitter I also have the chance to learn about other industries and professionals' accomplishments and, why not, a bit about their daily lives.

Do you remember the first thing you ever Tweeted? 

That’s such a good question. I can almost guess it was an introduction of who I am, what I do, where I live, etc. And right after that I was just tweeting a lot about our models and some of their pictures. I'm going to try to find the first tweet and will "retweet."

[Editor’s note: On March 31, Lorenzo tweeted about a girl bribing him for tickets to a movie premiere in hopes of meeting Jake Gyllenhaal.]

What is one thing you love about social media?

The fact that it is so democratic. It made the world horizontal. Here in America I feel sometimes there is a hierarchy—especially professionally—and social media makes everyone a bit more approachable.

What's one thing you hate about social media? 

Sometimes it feels like a job. I feel guilty if I spend too many days without using it! [Laughs]